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P&G Goes Big with New Ads

January 9, 2017

The two teams haven't been finalized, but Mr. Clean is headed to the Super Bowl! The iconic household cleaning brand will be featured in one of two new ads designed by the company's Chief Brand Officer, Marc Pritchard. The other 30 second spot will promote Febreze. According to industry estimates, the two ads will cost $5 million. In comparision, P&G spent $23.5 million on TV spots in 2015.

The move comes at a time when P&G is rethinking its advertising—again. A few years ago, the company rode the digital wave with targeted Facebook spending. But P&G didn't get much return on its investment. 

In an interview with The Wall Street Journal back in August, Pritchard admitted Procter took too narrow a focus on advertising.

“We targeted too much and we went too narrow,” he said in an interview, “and now we’re looking at: What is the best way to get the most reach but also the right precision?” 

By advertising on the Super Bowl, P&G is going in the opposite direction. Last year, Super Bowl 50 attracted 111.9 million, making it the third most watched game in television history. Super Bowl 51, aka Super Bowl LI will be held in Houston on Feb. 5.